Araku coffee is set to be rebranded and go global, with the Andhra Pradesh government signing an MoU with Tata Consumer Products to brand the organic coffee and take it to larger domestic and international markets. The N Chandrababu Naidu government is also in talks with Starbucks to introduce Araku coffee to its menu.
“Araku coffee must gain global recognition. We had once set up a stall in Paris. Several public and private sector organisations have joined hands with the government to promote the marketing of tribal and forest-based products, most notably Araku coffee, both within India and internationally. Retail showrooms across India featuring Araku coffee kiosks will be set up,’’ Naidu said.
The coffee is cultivated over 2.58 lakh acres in 11 mandals of Paderu town, supporting the livelihoods of 2.46 lakh people. “We are working to expand coffee plantations by another one lakh acres. In addition, cherries are cultivated on 1.80 lakh acres, producing 90,000 metric tonnes annually. Our tribal farmers also cultivate mango, sapota, cashew, jackfruit, jamun, lemon, custard apple, and even saffron,” Naidu said.
On the occasion of World Tribal Day, the AP government signed 21 key MoUs focused on tribal development, including livelihood generation, agricultural expansion, marketing of forest produce, and promotion of tourism.
An agreement was signed with GCC (Girijan Cooperative Corporation) to boost the sale of tribal products and Araku coffee, including goods produced by DWCRA women.
To expand its global footprint, GCC has signed an MoU with Hathi Services LLC for the retail sale of Tribal Cooperative Corporation products in the United States. This includes plans to set up joint retail showrooms across India, which will showcase tribal products from Andhra Pradesh and feature Araku coffee kiosks, enhancing both marketing and employment opportunities for tribal communities.
The Coffee Board has also signed an MoU for expanding coffee cultivation in tribal areas, ensuring quality production and promoting sustainable agricultural practices.
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In the tourism sector, OYO Homes and Homey Huts have entered into an MoU to establish homestays in tribal regions. The initiative aims to provide authentic local experiences for visitors while enhancing livelihood opportunities for tribal families. Araku, Lambasingi, and Maredumilli will be developed as tourism clusters.
In the coming days, the AP Government will provide financial support to tribal families for setting up 1,000 homestays. The AP Tourism will develop tribal tourism circuits to boost employment and inclusive growth in the region.
ITC signed an MoU with ITDA Paderu to expand its coffee plantations by an additional 1,600 hectares, supplementing its current operations across 4,010 hectares in partnership with a local farmers’ cooperative.
